Efektivitas User-Generated Content, Inovasi Produk, dan Word of Mouth melalui Minat Pembelian untuk Meningkatkan Keputusan Pembelian di Kafe 2Hos
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Abstract
Tujuan daripada penelitian ini guna mengkaji pengaruh UGC, inovasi produk, dan WoM terhadap keputusan pembelian di Kafe 2Hos, dengan minat pembelian sebagai variabel mediasi. Menerapkan pendekatan kuantitatif dengan 150 responden berusia 18–30 tahun yang aktif di media sosial dan pernah melihat konten terkait Kafe 2Hos. Data dianalisis dengan regresi linear berganda dan uji mediasi dengan SPSS Process Macro. Temuan mengungkapkan bahwasanya UGC, inovasi produk, dan WoM berpengaruh signifikan terhadap minat pembelian dan keputusan pembelian. Inovasi produk mempunyai pengaruh paling dominan, diikuti oleh UGC dan WoM. Selain itu, minat pembelian terbukti memediasi hubungan antara variabel bebas dan keputusan pembelian secara signifikan. Temuan ini mendukung Theory of Planned Behavior (Ajzen, 1991), yang menyebutkan bahwasanya minat menjadi prediktor utama terhadap tindakan pembelian. Penelitian ini memberikan kontribusi teoretis dan praktis bagi pelaku industri kafe dalam merancang strategi pemasaran digital berbasis konten interaktif, inovasi berkelanjutan, dan rekomendasi sosial
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Licensed under 
a Creative Commons Attribution-NonCommercial 4.0 International License
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